Turn your CRM into a real tool for commercial control and better decisions.
Strategy and Commercial Control using CRM
✓ Build a clear, actionable commercial strategy based on real CRM data.
✓ Control your pipeline, forecast and sales performance with executive visibility.
✓ Align sales, marketing and operations under one management model.
✓ Put in place sales indicators that drive revenue and stop the leaks.
✓ Make your CRM a control system, not just an operating tool.
FORMATS
Master Class, Workshop, Bootcamp or Immersive
Miami and online
INVESTMENT
Shared upon acceptance
FOR YOUR TEAM
Enroll your team and learn alongside your colleagues
Pasamos de reportes dispersos a un control real del pipeline y del forecast. El programa nos ayudó a convertir el CRM en una herramienta estratégica para anticipar riesgos y tomar mejores decisiones comerciales.
Antes teníamos CRM, pero no gobierno ni métricas claras. Hoy contamos con indicadores accionables, dashboards ejecutivos y un modelo de gestión comercial alineado a la estrategia del negocio.
El mayor valor del programa fue conectar ventas, marketing y operaciones bajo un mismo modelo de control. Logramos mayor predictibilidad de ingresos y mejor ejecución comercial en menos de 90 días.
Program highlights
DESIGN a clear, actionable commercial strategy with your CRM at the center of control and execution.
DIAGNOSE the real state of your pipeline, forecast and sales performance to spot critical gaps and risks.
DEFINE sales indicators and executive dashboards that support tracking, control and timely decisions.
ALIGN sales, marketing and operations under a single commercial management model and data governance.
OPTIMIZE sales processes and funnel stages to improve conversion, productivity and revenue predictability.
IMPLEMENT a 90-day action plan with quick wins you can start the very next day.
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Module 1: Introduction to strategic CRM and its impact on the business -
Module 2: Marketing automation, lead generation and nurturing -
Module 3: Sales automation, pipeline management and smart forecasting -
Module 4: Customer service automation, support and post-sale retention -
Module 5: Data integration and CRM analytics, decisions based on insights -
Module 6: Implementation and organizational change, from theory to practice -
Module 7: Advanced cases and the future of CRM, innovation and scalability -
Module 8: Final project and closing, personalized application
Live sessions
Participant discussion
Application exercises
Support team
Guest speakers
Executive labs
Networking dinners
Assignments
Practical activities
Build your own commercial control dashboards and templates using the CRM to track pipeline, forecast and performance.
Work through guided exercises to structure how you generate, manage and close opportunities, spotting gaps, friction and room to improve.
Analyze business cases applying metrics, indicators and prioritization models to measure their impact on revenue, sales efficiency and decision making.
Discussion activities
Connect what you learn by discussing real strategy, control and sales execution challenges in your own organization. Share approaches, compare decisions and test what you learned with other executives, instructors and guest experts.
Who is this program for?
You build a strategic view of the CRM as a tool for commercial control and decision making. You learn to align processes, indicators and teams to improve revenue predictability, sales execution and operational efficiency.
This program is built for you if you own or run the company, and for the leaders who work alongside you, such as
Sales directors and managers. Responsible for strategy, pipeline, forecast and hitting revenue targets.
Sales, marketing and revenue operations leaders. In charge of aligning demand generation, opportunity management and sales metrics under one model.
Operations and digital transformation managers. Looking to structure processes, automation and data governance to gain control and efficiency.
General managers and business leaders. Who need a clear view of sales performance to make strategic decisions based on data.
Ronny González
Dean of Brickell Business School and Academic Director of the program.
Ronny has more than 30 years of experience in executive education, academic leadership and developing specialized programs for business leaders in Latin America. He has worked with international institutions and has led academic initiatives focused on executive skills design, educational innovation and organizational transformation.
Esteban Cordero
President of ICX Consulting and creator of methodologies such as ICX Executive Blueprint, PROACTIVE Sales Methodology® and the CX Maturity Model®.
Esteban has advised companies across many industries on digital transformation, customer experience and process optimization. His work has made an impact on organizations in LATAM and North America, combining strategic frameworks with a practical, results-driven approach.
Eduardo G. Camilli
Marketing & Strategy Director at ICX, with more than 20 years of experience at global companies such as American Standard, AstraZeneca, BSI Group and HP.
A specialist in commercial strategy, branding, organizational development and value proposition design, Eduardo brings a strategic vision applied to the real world. His approach combines business, marketing and customer behavior.
Daniel Zapata
Digital transformation and digital platforms consultant
Specialized in digital transformation and digital platforms at ICX Consulting, where he leads automation, process optimization and technology modernization initiatives for growing companies.
Certificate
Once participants successfully complete the program, they receive a digital certificate of completion issued by Brickell Business School Executive Education. This certificate recognizes participation in an intensive program focused on commercial strategy, performance control and CRM-based decision making.
The certificate confirms that the participant completed the sessions, hands-on labs and applied activities of the Strategy and Commercial Control using CRM program, validating their command of pipeline management, forecasting, sales indicators, alignment across sales, marketing and operations, and CRM governance as a strategic tool.
Note: Once the program ends, the digital certificate is sent to the email address the participant registered. The images shown are for illustration only and may vary from the final format issued by Brickell Business School.
Register as soon as you can, seats are limited
NEXT EDITION TO BE ANNOUNCED